SaaS Interviews with CEOs, Startups, Founders
These are the AI SEO Secrets that Clickup, Airbase, and Freshworks are using to win
28 Jan 2025
Chapter 1: What is the main topic discussed in this episode?
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so yeah i mean uh we're going to talk about one of the very important topics for the last two years about like you know seo and ai like you know how this deadly combination is going to work so we're going to talk about priority challenges and opportunities for the next 20 minutes so i'm sham i'm founder of triple dot triple dot is a b2b sas growth agency we work with over 100 plus brands previous to triple dot i used to run marketing at remote.com freshworks zoho
and Hey Digital. And I also advise and invest in startups. So if you want to connect, here's my QR code. So for the next 25 minutes, we are going to basically talk about AI and SEO, 2023 versus 2024, impact of AI and SEO, what is SEO 2.0,
And we're going to cover some of the most important and productive tools that we use in our day-to-day practices at TripleDot and how the new SEO is going to work and how to basically do backlink right in 2024 and ahead. And also, one other important topic that I'm going to cover is how you can scale programmatic SEO without scaling content, without heavier budgets.
So that's also what we're going to basically talk about Today, right? It's a quick, quick facts about triple that we founded in 2021. We are about like, you know, 80 people, we only work with SaaS companies, right? These are all the companies that we work with. We have three stages, basically, like, you know, for mature, we work with companies like Freshworks and Sprinklr.
Growth stage, we work with companies like Plivo, fast growing, we work with companies like factors.ai, multiplayer and stuff like that. Right? Cool, let's quickly dive in, right? So now we're going to talk about the role of AI in SEO in 2024 and what challenges, priorities, and opportunities that we have, right? So this is a very important and interesting stat that I took from search engine,
right, search engine land survey. So you can basically compare what is the difficulty and most important task in 2024 compared to 2023. In 2023, most of the marketing leaders and founders reported content production is the very difficult, are challenging tasks to do.
But in 2024, algorithm changes and link building and technical SEO are the three important or difficult things to basically do, right? Why? Because in the last 18 months, there are about 16 core algorithm update and in which there are three very important update, right? So,
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Chapter 2: What are the key challenges and opportunities in AI and SEO for 2024?
For example, people are saying after this SGE, SGE is nothing, it's called search generative experience. So Google use another traditional, like you know, concept called SCRP, search engine results page, which is a very traditional way of pulling data from on the backend. Now it is using SGE.
SGE is nothing but search generative experience, which uses AI to basically pull in the data and then showing it up front, right? So now you just need to be aware of three things. One, now whatever your website is, you need to update it for mobile first, because almost all your website will be mobile first indexing than desktop first indexing. That's one.
And second one is earlier, like three years or four years back, people used to follow this top of funnel keywords, go up behind, like a lot of search volume keywords and stuff like that. Now you don't need to do that. You can focus on very long tail, very less search volume keywords. We call it as long tail semantic keywords. That is, again, like, you know, works really well for companies.
And you should also give importance to more rich text elements like images, visuals, and other factors. So that is also an important factor when it comes to SEO. And if you look at this, this is a very important factor. 80% of the respondents said it is positively impacted. There is no negative impact about this AI algorithm update within SEO.
So we can still be confident about whatever the changes that we are making that will impact us in a good way. And these are all the priorities from an SEO department. I have categorized this into three. practitioners, managers, and leaders. If you look at for practitioners, right, and, you know, adapting to the impact of AI is the second priority.
And if you look at for managers and leader, this is their main or important priority, right? So let's quickly talk about that, right? Like, you know, in long story short, so your bottom funnel and high converting pages may still reap traffic and conversions. Your top of funnel pages is called as informational intent pages. And those pages, the impressions are declining month on
month right now the second point is you need to give more important to your brand and your brand reputation so don't spam your brand with lot of like you know multiple domains for sending emails and stuff like that now your brand reputation is very important and focusing on improving a brand reputation is the the core important
And the third part, which is called content qualification methodology. So Google comes up with something called EEAT, which is experience, expertise, authority, and trust. So if you're, let's say if you're a FinTech brand, like you know, hire a couple of journalists who used to write for FinTech brands and then ask them to write your pillar pages.
If you are a cybersecurity brand, work with someone who actually written a lot of cybersecurity content. So that is how you can basically generate unique content which stands out compared to your competition. Now, what is SEO 2.0? It's very simple. You can use AI, you can use workflows, you can use automations to do like a 10 checklist. So first, you can leverage AI,
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Chapter 3: How is AI transforming the landscape of SEO in 2024?
So I mean, like, you know, you calculate, right? So it's a very, very manual, repetitive task. So there is this tool called Junia, in which there is an AI in the linking capability, you just need to add the URL of your website, and then that will scrape almost all possible inner link for your page. Again, like, you know, one of my favorite.
Hopefully, this tool most of you know, which is called Surfer SEO. What this tool will do is, this will grade your content. Let's say you're writing a new content and you don't know exactly what others have written and why their content is ranking better than your content. So what this will do is, it will guide the writer. So you can see on the right side, there is a 90 out of 100 score.
Which means and below that you will see an average of 83 and top 88. What it means is the number one link that is ranking for this keyword they have 88 score and the average of the first 10 rank so that is having 83. So the goal for our content writers to basically cross that 88 mark. So that's why Surfer is inevitable tool for triple that. Internally, we use for all our clients.
So there is other tools like ClearScope, Razor, and stuff like that, but Surfer is one of the best tool. And here, it's a one-stop tool. SEO extension, right? You don't need to basically have a bunch of extension within your Chrome web store. You just need to download this detail.com.
It has eight tabs, actually seven tabs, sorry, which gives you a complete picture about your website, and you can look this whenever you want to basically identify what kind of changes that you wanted to make. And finally, SEO is also moving towards audience-led. So we use Pactaro and we use audience.com to find the demographic, technographic signals about different companies.
And this will help you identify, okay, like, you know, a company A visits, like, you know, freshworks.com. And after that, like, in about two minutes, they're visiting zendesk.com. So that kind of an information you can easily get from Spark Tarot. From audience, you can basically find where your personas have been hanging out.
Let's say a CFO for a 100 million company versus a CFO for a 50 million company. There is a bigger difference in terms of where they hang out, what content they read and stuff like that. So you can use audience for that to basically identify what they're doing and stuff like that. And finally, let's say you don't want it to go with an agency.
You don't have a big budget, but you want to run an SEO. This is called this auto SEO. It's an AI agent. You just need to add the JavaScript on the website, right? And it will do almost all the work, right? So, but I mean, like, you know, I don't prefer using this, but if you are an early stage founders, marketing leaders, you can use that.
But I advise to go with a consultant or an in-house team, but this is for like, you know, a much cheaper and much better. Okay. Now let's talk about new SEO versus old SEO, which is very interesting, at least for me. You can see here, so there are 23 types of SEO content. Towards the left, you will see these are all content that just drives traffic.
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